Winning Customer Loyalty with Advanced Analytics for Telecom

Profit from Analytics in a Rapidly Changing Telecom Market

In a highly saturated telecom market, delivering better customer experience is no longer optional but a business mandate. Advanced analytics can help meet this need. However selecting the right analytics solution for your business is the key to success.

In a competitive market, higher customer acquisition costs and declining Average Revenue per user (ARPU) make it harder for you to remain profitable. Infrastructure costs remain high. And using your infrastructure, Over-The-Top (OTT) service providers like Netflix, Amazon, Google and Apple, are cannibalizing your revenue. New OTT revenue streams are growing at over 20% annually while fixed-line revenues are flat or shrinking. Mobile revenue growth is down to single digits in many geographies.

In such a market, what if you are able to gain deeper customer insights and predict their behavior? Make contextual offers which they are sure to grab? What if you are able to resolve customer concerns even before they call you?

Comprehensive customer analytics can make this happen. With customer analytics solutions from the market leader, you can manage customer experience better and drive customer loyalty. This helps you increase revenue while lowering churn and operational costs. It is a sure path to profitability.

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Drive Revenue and Customer Loyalty with Right Offer at the Right time

Marketing campaigns are costly. When marketing offers do not address your customer’s immediate needs, she is likely to reject it. Your campaign response rates suffer as a result. When this happens often, customer loyalty, Net Promoter (NPS) and Customer Satisfaction (CSAT) scores are also at risk.

Contextual offers tailored to your customers at the right time and by using their preferred channel improves offer uptake. This is possible by tuning your marketing efforts with deeper customer behavioral insights.

According to 2015 IBM research on Communication Service Providers (CSPs), only 23% use prescriptive analytics to drive business outcome. Analysis of customer data across your business functions can prescribe you the right actions to increase offer uptake.

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Improve Consumer Satisfaction with Proactive Resolution of Concerns

According to American Customer Satisfaction Index (ACSI) 2015 CSAT survey, Internet Service Providers, mobile and Pay TV providers rank in the bottom 1% across all industries.

Unsatisfied customers are a threat to your business. They are keen to switch, leading to higher churn and loss of revenue. Bad reviews from frustrated customers can spread fast in social media affecting your brand image.

Ability to connect and analyze customer data from multiple channels enables you to track customer experience in real-time. You can identify problems in advance, take corrective actions proactively to minimize impact to the subscribers and enhance overall customer experience.

With IBM Proactive Care, you can detect and resolve issues your customers are experiencing even before they call you. This improves customer experience and loyalty. It also lowers operational costs by reducing inbound call volume. A 30% call reduction can translate to 10 to 100 Million dollars in annual savings depending on the number of subscribers.

When network performance degrades, customer experience suffers while churn increases. Customer loyalty is at risk. KPIs like NPS and CSAT scores also take a hit.

According to Heavy Reading research, only 16% of Communication Service Providers have excellent visibility into their network service quality. Greater visibility into network and customer data enables you to analyze network impact on customer experience and take the right actions when customer loyalty is under threat.

With IBM® Now Factory Customer and Network Analytics, you get deeper insights into customer experiences with mobile as well as fixed line services. It gives you a complete view of actual customer experience with data, voice and SMS services in near real-time. It also gives you a granular view of experience across diverse combinations of services, devices and locations. As a result, average call handling time reduces, lowering operational costs.

With Customer and Network Analytics you can underpin customer experience management (CEM) across all business functions and improve customer satisfaction for key revenue-generating services. You can also plan network capacity investments with better accuracy to lower CapEx and maximize impact for most profitable subscribers.

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Transform business model to create new sources of revenue

Communications Service Providers are sitting on a mountain of valuable subscriber data such as browsing and search history, IP, Cable or SatelliteTV viewing history, app usage and subscriber location history throughout the day. CSPs can create tens-hundreds of million dollars in new revenue per year by monetizing this valuable data while respecting subscriber's privacy preferences and government regulations.

IBM’s Behavior Based Customer Insight (BBCI) for CSPs allows you to analyze subscriber data to build deep subscriber profiles with customer needs, interests and preferences as well as their travel/mobility and location affinity patterns. CSPs can consolidate, aggregate and anonymize subscriber profile data and sell it to their advertising partners (restaurants, retailers, manufacturers, service providers) to drive targeted advertising and marketing.

IBM's long history of strategic partnership with Telcos puts it in a unique position to understand your pain points. IBM's solutions provide robust customer experience analytics in near real time across network services, location and technologies. These analytics can be easily customized to your specific needs and are currently deployed at a scale of up to 300M subscribers. After deployment OpEx and CapEx savings are visible within 2-4 months.

To learn more about how IBM can improve you ROI through CEM, visit the linked resources throughout this flipbook.